With responsibility for a 13-person marketing and creative team, I reset the brand and marketing strategy and led the creative direction across photography.

The work connected how the brand showed up with how its marketing performed, giving the team a direction to carry through into creative and customer communications.

Giving the story somewhere to live

I reintroduced the magazine as a revenue channel, bringing brand storytelling and commercial thinking together.

Alongside this, I worked with the retained media agency to improve paid social creative, connecting the brand direction with activity designed to drive sales.

My role spanned the strategy and the delivery, leading the team and staying close to the creative decisions that brought the work to life.

The commercial picture

The first two reintroduced magazine issues generated £3.3 million in revenue, finishing 37% ahead of plan, with a return on advertising spend of 54.6.

Paid social revenue increased 178% year on year, and average order value increased 14%. The work also contributed to wider ecommerce growth of 40% year on year.